Refined Bliss

Amilla Fushi made waves in the Maldives resort space when it opened in 2015. Known as a glamorous getaway for discerning jetsetters, its sleek whitewashed villas and vast selection of large, multi-bedroom residences offered an alternative to your usual tropical-style resort Maldives resort.

Amilla Fushi’s offerings have opened up the archipelago to families and groups of friends who appreciate clean, contemporary design, diverse and luxurious comfort food dining options and an ideal location in Baa Atoll, just 30 minutes from Malé International Airport by sea plane.

Amilla Fushi’s resort’s management came to QUO in 2017 to refresh the brand, and more precisely target guests and drive direct bookings.


Amilla Fushi’s identity in its first two years focused on the concept of ‘your island home’. It was a natural brand essence that derived from the name; Amilla Fushi literally translates to ‘My Island Home’ in Dhivehi. Ultimately, this identity didn’t quite capture the glamorous exclusivity of Amilla Fushi, so tweaks to its brand traits and brand essence were in order.

To define exactly how Amilla Fushi should evolve its brand, QUO analysed competitors and guest typologies before creating a new brand strategy, which involved the creation of an updated visual identity and a new tone of voice. With the brand strategy and guidelines for images and copy in place, QUO proposed ideas to amplify the brand, before moving on to design and produce brand collateral, brochures, a new tagline and various marketing materials.

The new tagline – Island Bliss – more adeptly captures Amilla Fushi’s seemingly effortless delivery of idyllic luxury. At the core of the new identity: an alluring vision of the good life, indulgently simple and blissfully free of ostentation.


QUO also created a modern website for the resort, with a crisp magazine-style layout that reflects Amilla Fushi’s chic, minimalist aesthetic. Meanwhile, a poetic new tone of voice paints a lyrically descriptive picture of Amilla Fushi’s richly idyllic surrounds.

Check out the new Amilla Fushi website at